Building an Employer Brand In Romania

Deployment for Verint’s new R&D site

ABOUT VERINT

Verint is a global provider of security & cyber intelligence data-mining software solutions that help governments, critical infrastructure providers and enterprises to neutralize and prevent terror, crime and cyber threats for a safer world.

A $1+ billion company, Verint employs 5,000 employees in tens of locations around the world, including many R&D centers.

In 2017, Verint Cyber Intelligence Business Unit selected Bucharest, Romania to open a new R&D center for cyber solutions.

THE CHALLENGE

Verint embarked in an employer-branding project for their new R&D center in Bucharest, Romania, and entrusted Xtra mile with the mission of doing it and ‘doing it right’.

One of the goals of the process was to build a positive recruitment experience. To this end, strong ties were built with local placement companies.

Talent acquisition and recruitment managers received suitable training, and an organized work process was established, in full cooperation with the Israeli group; Different waves, each with five batch domains with recruitment targets were defined.

The first wave focused on team leaders. Another objective was to generate buzz about Verint’s entry into the Romanian market.

This included doing campaigns about the brand, introducing the cyber-intelligence technology and concept, building an effective recruitment process adapted to the local culture, and then hiring new employees in a very short time frame.

THE APPROACH

A team was created with people from Verint’s R&D, Talent Acquisition and Marketing departments, and the employer branding experts at Xtra mile.

The research of the Romanian market focused on getting to know Verint and the competition, understanding the company’s recruitment needs, culture and key business persona, and its perception by employees.

Since Verint had no employees in Romania, focus groups were formed, and interviews were held with other recruiters to define the following Employer Value Propositions (EVPs):

XtraMileIconCyber intelligence - a new and "hot" domain that needed introduction to Romania

XtraMileIconEnd-to-end involvement of all stakeholders from initiation to launch

The slogan selected was “Cyber Intelligence. Your Time Is Now”, which served two purposes: introducing the new technology to the local market, and offering the Romanian candidates the opportunity to be pioneers in the new site with end-to-end involvement in their projects.

THE RESULTS

The results could not have been more encouraging, and Xtra mile surpassed Verint’s expectations:

XtraMileIconTens of new employees started working at the new Verint R&D center in Romania by January 2019

XtraMileIconA high CTR of 11% from landing page - to open positions page

Xtra mile succeeded in ‘doing it right’ the first time, as Verint wanted. This meant choosing the right messages and language, establishing a winning team, defining the strategy, a tactical plan and methodology, and ensuring close collaboration between HR and Marketing.

TOOLS

The process followed the very clear Xtra mile methodology for employer branding, including:

XtraMileIconLocalized candidate brochure

XtraMileIconEducational videos featuring cyber intelligence, specifically created and adapted to the local market

XtraMileIconBranded collateral

XtraMileIconScripts for recruiters that emphasize the EVPs and campaign messages

XtraMileIconDesign of the new offices with Verint’s brand using the specific campaign’s language

XtraMileIconCollaboration with local technology partners like Google, Microsoft and Oracle for employees training

XtraMileIconParticipation in the main recruitment and professional fairs in Bucharest

XtraMileIconCollaboration with local technology partners like Google, Microsoft and

XtraMileIconOffice inauguration with officials from Romania and Israel

XtraMileIconLaunch of new social channels and website

XtraMileIconOrganic, paid and location-based campaigns specifically developed for Bucharest and Romania featuring the cyber intelligence technology